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"A good story is often just the right method to effectively convey a message that supports an overall leadership communication plan. This issue explains how leaders can develop and use the art of storytelling to establish rapport, to enhance teamwork, and to send a message people will remember. It covers a step-by-step process to help incorporate storytelling in organizations. Also included is a case study based on the use of storytelling at Bell Atlantic and a job aid on story capturing and storytelling feedback."

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Penelitian ini adalah mengenai efektivitas penggunaan media komunikasi internal

ditinjau dari pendekatan motif dan penggunaan sasaran dalam rangka sosialisasi

kebijakan oganisasi. Adapun tujuan penelitian adalah melihat faktor-faktor yang

berpengaruh terhadap motif responden audience dalam menggunakan media

komunikasi internal, dan kepuasan audience setelah menggunakan media

komunikasi internal tersebut dengan pendekatan teori Uses and Gratification.

Penelitian dilakukan dengan menggunakan metode kuantitatif dengan hasil

penelitian bahwa hanya terdapat satu faktor yang menentukan motif responden

dalam menggunakan media komunikasi internal, dan secara umum media

komunikasi internal belum memuaskan responden dalam memenuhi kebutuhan

informasi. Walaupun demikian, media website merupakan media yang paling

sering digunakan responden dalam memenuhi kebutuhan informasi.

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ABSTRACT

This study is about the effectiveness of internal communication media in terms of

approach and the use of target motives in the socialization organization policy.

The purpose of the study is to see the factors that influence respondents motives

audience in using the internal communication media, and audience satisfaction

after using the internal communication media with approach of the Uses and

Gratification theory. The study was conducted using quantitative methods with the

findings that there is only one factor that determines the motives of respondents

using media in internal communications, and internal communications media in

general has not been satisfactory in meeting the information needs of the

respondents. However, media websites are the most commonly used media in

meeting the information needs of the respondents."